Golf Marketing Plans.  The new millennium marked a new way of doing business in the golf industry.  Competition has grown beyond its maximum limits in many markets, thus creating a need for marketing programs to drive more business through the doors.  Unfortunately, the demands placed on today’s managers and club professionals do not allow them the time to successfully plan and implement a marketing attack that will increase business.  This is where we step in.  Not only will we develop, implement and maintain a sound marketing program, we'll free up the professional's time so they can better run the day to day operations

Learning
The first step in any successful marketing program is learning. - learning about your customers, your facility, your competition, your market, your financials and your past programs.  Before IGM takes the first step in developing strategies, we fully research all things past, present and future.  We want to know everything about your facility, the market(s) in which your business comes from, your past marketing programs and most importantly, who your customers are.   We then ask club owners and managers two very important questions: “WHERE DO YOU WANT TO GO AND WHAT ARE YOU WILLING TO DO TO GET THERE?”  The answers to this coupled with our market research will give us the start we need to begin preparing a business-building plan.

Planning
 Once we have a strong hold on your project, we begin planning how we are going to get you where you want to go.  Our marketing plans include the following important elements:

  • Mission Statement/Executive Statement
  • Market Summary and Market Demographics
  • Target Market Research and Target Market Forecast
  • Market Needs and Potential for Growth
  • S.W.O.T. Analysis (Strengths, Weaknesses, Opportunities and Threats)
  • Competitive Survey
  • Marketing Objectives and Financial Goals
  • Determination of Business Segments (What makes up your play?)
  • Strategies to Drive Revenue (Advertising, eMarketing, Direct Response, Loyalty Marketing, Interactive, Pricing, etc.)
  • Financial Review and Break-Even Analysis
  • Marketing Expense Budget and Line-item Explanations
  • Sales by Category Forecast
  • Monthly Implementation Milestones
  • Marketing Organization and Areas of Responsibility
  • Contingency Planning
  • Collateral Material Review
  • Return on Investment Reporting

Implementation and Follow-up
 The success of our programs hinges on a total team effort.  Many of our strategies are driven by a club’s staff.  Therefore, it is extremely important for each person on your staff to understand his or her role in the marketing plans.  Our responsibility is to determine who the key personnel will be to assist us in the on-site management of our strategies.  We will then educate these people to not only execute our plans, but to also follow-up with us on a frequent basis with the results.  Marketing is very dynamic.  The only way we can adjust quickly is to have all the vital information necessary to make informed decisions.

Our preferred method for ensuring all strategies are in place and working is to talk weekly with those involved in the marketing process.  IGM has a series of reports that are to be completed each week.  These monitoring reports will tell us all that we need to know regarding the marketing process.  IGM will in-turn report to management its findings, results and recommendations regarding all implemented programs.